SEO Web Marketing

There are basic SEO metrics that will help with the “blocking and tackling” — things like keyword popularity, indexation, link popularity, PageRank scores, rankings, top-referring keywords, etc. There are also the red herrings, like keyword density and KEI scores, that are only distractions. But most importantly, there are a whole new class of SEO metrics that are largely undiscovered by folks in SEO and analytics alike, that are essential in order to fully capitalize on the “Long Tail” of SEO. These Key Performance Indicators include:

• Brand-to-nonbrand Ratio — percentage of your natural search traffic that comes from brand keywords versus nonbrand keywords
• Unique Pages — number of unique (non-duplicate) web pages crawled by search engine spiders
• Page Yield — percentage of unique pages that yield search-delivered traffic in a given month
• Keyword Yield — average number of keywords each page (minus the freeloaders) yields in a given month
• Visitors per Keyword — ratio of search engine delivered visitors to search terms
• Index-to-crawl Ratio — ratio of pages indexed to unique crawled pages
• Engine Yield — the amount of traffic a search engine delivers for every page it crawls

Speakers:
Brian Klais, Netconcepts
Richard Zwicky, Enquisite

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Web users rely on community-contributed-content sites such as Wikipedia and Yahoo Answers. These sites enable you to communicate directly with an engaged audience. But contribute to the conversation with care. Too much spin and you’re credibility will be shot-and your brand damaged. You’ll come away from this session knowing how these influential sites work and how to participate constructively.

Moderator:
Danny Sullivan, Editor-in-Chief, Search Engine Land

Speakers:
Lise Broer “Durova”, Administrator, Wikipedia
Jonathan Hochman, Founder/President, Hochman Consultants
Matt McGee, SEO Manager, Marchex
Jeff Muendel, Search and Online Marketing Analyst, Netconcepts

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Wikipedia is powerful. Concerned about how your company or service is portrayed? Wikipedia experts answer your questions and take you live to the site for advice on how to interact with the service.

Moderator:
Danny Sullivan, Editor-in-Chief, Search Engine Land

Speakers:
Lise Broer “Durova”, Administrator, Wikipedia
Jonathan Hochman, Founder/President, Hochman Consultants
Jeff Muendel, Search and Online Marketing Analyst, Netconcepts

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This session isn’t about SEO fundamentals. You won’t learn why links are important for rankings; you won’t learn how to justify SEO to your boss. What you will learn is how to take your search engine optimization skillset to the next level, even if you’re already a savvy search marketer. SEO expert Stephan Spencer opens up his toolkit to share insightful information that demonstrates each tool in action using audience members’ sites.

If you want the “secret sauce” to rocketing past your competitors in the search results, this session is for you.

• Learn how to gain higher rankings through “The Long Tail,” blogs, social networks, widgets, APIs, spiders, and more
• Obtain the tools and techniques to “reverse engineer” competing sites that outperform yours in Google

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This workshop will cover the fundamentals of search engine optimization (SEO) and social media optimization (SMO). The workshop will focus on how to acquire unpaid (aka “organic”) web site visitors from search engines like Google & Yahoo, as well as from social networking & social media sites like Digg, MySpace, Facebook, & YouTube.

Workshop Presenters:
Stephan Spencer, Netconcepts
Muhammad Saleem, Advantage Consulting Services (ACS)

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Ever wonder what the SEO pros know that you don’t? What tools they use every day that you don’t even know exist?

This virtual seminar isn’t about search engine optimization fundamentals. You won’t learn why links are important for rankings; you won’t learn how to justify SEO to your boss. What you will learn is how to take your search engine optimization skill set to the next level, even if you’re already a savvy search marketer.

Two renowned search marketing gurus will open up their toolkits, unveiling and demonstrating powerful tools and immediately actionable tactics. If it’s not practical, it won’t be in this seminar!

YOU WILL LEARN:

• How to gain higher rankings through Web 2.0, “The Long Tail,” blogs, social networks, widgets, APIs, spiders, and more
• The tools and techniques to ‘reverse engineer’ competing sites that outperform yours in Google
• Well-kept secrets that only the top SEO pros know
• How to take your search engine optimization skillset to the next level, even if you’re already a savvy search marketer

WHO SHOULD ATTEND:
This session is for any marketer who wants in on the “secret sauce” to rocket past your competitors in the search results. A technical background is definitely not required, but helpful.

PRESENTERS:
Stephan Spencer, founder and president of Netconcepts
Rand Fishkin, co-founder and CEO of SEOmoz

Sign up now

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In her article on content optimization, Director of Natural Search Consulting PJ Fusco discussed how important it was to have keyword themes. As she mentions in this article, where she reviews different keyword suggestion tools on ClickZ, PJ writes, “to be found for the right words on any site, you must undergo regular, extensive keyword research to understand what words people use when they search for your goods and services.”

From Google Trends to Quintura, get an inside look at these free keyword suggestion tools that can help you with content optimization for your site. Read the full review of these tools at ClickZ here.

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I’ve run across a number of local business sites which offer event calendars of some sort, and many of these companies may not be aware that they can and should add hCalendar Microformat to their pages to further optimize them for both search and user experience. I’ve previously recommended hCard Microformat for optimizing local business sites, and hCalendar can offer similar advantages, particularly as the evolution of blended search results continues.

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During this rich presentation, spanning Search Engine Optimization fundamentals as well as advanced tricks and tactics that only the elite SEO experts know, you’ll learn how to…

• Check your “Google Pulse”
• Estimate missed opportunity costs
• Ensure Google crawls 100% of your site, including dynamic pages
• Design your pages to dominate rankings
• Avoid getting banned by Google
• Wield invaluable SEO tools you’ve not yet heard of
• Build high-quality links from trusted sites, and boost your PageRank along with your rankings
• Prepare for changes to come… and so much more!

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In this teleseminar, learn what to measure, including…

• Abandonment metrics - for uncovering why visitors are leaving your site prematurely
• Conversion metrics - for insight into your acquisition funnel
• Retention metrics - for boosting your customer retention
• Search engine metrics - for obtaining the best return on your search marketing investment
• Email marketing metrics - for achieving the highest response rates from your email campaigns

Is your web site successful? Is your online marketing — including your SEO, paid search ads, email campaigns — all working, and how can you find out? The answer lies in metrics. It’s hard to improve upon something you’re not measuring. You could drop $100,000 on a high-end web analytics package. But if you don’t have a staffer dedicated to making sense of all those reports and taking some sort action as a result, it’s wasted money. Better to spend $10,000 on a lesser web analytics solution and $90,000 for a salary to employ someone highly skilled in web analytics. In fact, you’d be surprised the powerful tools you can get for free (and yes, we’ll go over some of the most exciting ones during the teleseminar). However, right now your first investment should be in signing up for this teleseminar.

Speakers:
Stephan Spencer — Founder and President, Netconcepts
Avinash Kaushik — Author, Speaker and Analytics Evangelist

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